Sports Endeavors (

Incremental design wins for the World Cup navigation design refresh

Happy Cog worked with Sports Endeavors, Inc. (SEI)—the largest soccer, lacrosse, and rugby retailer in the world—on a quick-win redesign of key elements of the user experience for, the leading online retail outlet for customizable soccer gear. Currently, over 60,000 items are sold through their catalog and website.

Our work on the project began a few months before the 2014 World Cup. Since anticipated a significant increase in revenue during the lead-up to this event, we knew we’d have to work quickly to create the most value in a short timeframe. Due to its vast inventory,’s website needed to encourage efficient, hassle-free ordering for its large customer base.

Happy Cog focused first on crafting a content strategy that maximized’s content findability. We then re-imagined the site’s navigational structure to work on all screen sizes, accomplished by creating a mobile navigation and streamlined information architecture consistent with their existing design system.

Lastly, our front-end development had to work across a shared code base for both and We worked with their team to implement styles that would have the most impact and measurable performance results across both platforms.